Lanzarote started its participation in the ITB Berlin 2026 conveying to the German market a "clear message based on sustainability, quality and the diversification of the tourist offer".
The president of the Cabildo de Lanzarote and Minister of Tourism, Oswaldo Betancort, along with the team from SPEL-Turismo Lanzarote and the Minister of Tourism of the Government of the Canary Islands, Jessica De León, and the rest of the island representatives, inaugurated on the first day of the fair the stand of Lanzarote and La Graciosa, under the umbrella of Promotur Turismo de Islas Canarias.
The island presence in this edition of ITB is structured around four objectives: "to reinforce the loyalty of a mature and demanding market like the German one, to consolidate the sustainable positioning of the destination, to advance in product diversification beyond the traditional sun and beach binomial and to attract a visitor aligned with cultural, sports, and nature experiences".
Within the framework of the fair's opening, the president of the Cabildo held a meeting with the CEO of TUI Group, one of the main European tour operators. The meeting allowed for an exchange of views on the evolution of the German market and to analyze possible lines of collaboration future with Lanzarote as a strategic destination.
During the day, a work agenda was also developed with operators, tourism agents and institutional representatives, in a context marked by the evolution of demand towards more sustainable and experiential models.
In parallel, Lanzarote advanced its participation as a guest destination in the first edition of the gastronomic festival “Sabor Toledo”, which will be held from September 24 to 27, 2026. The island will be represented with proposals from its traditional and contemporary cuisine, its quality products, and a selection of restaurateurs who will participate in showcooking sessions open to the public.